IN VIDEO: IWC takes to the skies with Skywriter game

In another online marketing campaign that is likely to bring entire offices in the watch industry grinding to a halt IWC Schaffhausen has added an aviation-themed video game to its website.

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Digital campaign Skywriter, allows visitors to select one of four vintage aeroplanes and then choose a message to ‘skywrite’, which then forms a course in the clouds to navigate.

The finished message can then be shared via social media. Skywriter is the latest development in IWC’s #B_ORIGINAL campaign to promote its 2016 Pilot’s watch collection launched at SIHH in January.

The experience is available in ten languages and is based on WebGI which allows 3D graphics to be viewed through any web browser.

It is not however the first online video game to be used to promote a watch brand. In 2014 Christopher Ward developed an online game which allowed visitors to its website to assemble the brand’s SH21 movement under timed conditions.